Winning the Customer: Turn Consumers into Fans and Get Them to Spend More

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  • Edition: 1st
  • Format: Hardcover
  • Copyright: 2011-09-09
  • Publisher: McGraw-Hill

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Build Customer Relationships and Win Big Revenue! "Unbreakable relationships are crucial to success in business. Lou Imbriano captures what it takes to forge the kind of deep credibility that encourages consumers and clients to trust you with their hard-earned dollars. If you want to deepen your customers' trust and grow your revenues, I suggest you read Winning the Customerand you will win." Bob Reynolds, President & CEO, Putnam Investments "Lou Imbriano rescues the word 'winning' from the clutches of Charlie Sheen . . . and, like a Patriots playbook, Lou takes you through his game plan for successfully building a victorious team that opponents will respect and fear . . . from who should be answering your phone to effectively saying 'no,' it's all there . . . lazy, unmotivated people, this is not for you. . . ." Steve Levy, ESPN SportsCenter anchor "Imbriano definitely made his mark in the NFL and now he's an MVP again with his new book, Winning the Customer. Lou's down-to-earth marketing philosophies, which he brought to the Patriots, epitomize how everyone, in any industry, should approach marketing. If you want to truly know how to build remarkable business relationships, read Winning the Customer." Michael O'Hara Lynch, Head of Global Sponsorship, Visa "At a time when consumers have the power to use media where and how they choose, to like, dislike, and share their opinion on products and corporations, brand engagement is the best answer to build emotional and enduring relationships between brands and all their relevant communities. This book should be given to anyone who wants to understand the new dynamics that can bond brands with their ever-demanding customers." About the Book: During his nine years in senior marketing positions with the New England Patriots, Lou Imbriano laid the foundation and marketing vision for the football team that led to its astronomical growth and explosive revenueperfectly positioning them to be ready for when the Patriots became repeat Super Bowl champions and the NFL brand to beat. Now CEO of TrinityOne, a strategic marketing firm, Lou has an undefeated record of showing all types of companies how to tackle customer relationships and convert them into tangible revenue. In Winning the Customer, Lou delivers his original strategies for both short- and long-term financial success: The Marketing Playbook:how to identify those who are dying to spend money with you Relationship Architecture:how to connect with customers in meaningful ways and create "memorable moments" The Revenue Game:how to build revenue instead of selling concepts Throughout the book, you'll find Lou's dynamic personal stories drawn right from his years of real-world business experience. He's learned that to maximize revenue, every organization must both turn its customers into fans and coax those fans to spend freely. Winning the Customershows you how to do just that using the Three Tiers of Customer Relationships. Imbriano shares his strategies with his innovative DELIVERS system: Dedication, Entertainment, Loyalty, Investment, Vision, Energy, Responsibility, and Sacrifice. Filled with practical information and written in Lou's inimitable conversational style, Winning the Customeris your all-pro offensive attack against old, ineffective methods and flat results. Lou's tools will give any business an inspired team, supersized income, and a virtual stadium full of engaged, high-paying customers.

Table of Contents

Acknowledgmentsp. xv
Introductionp. xix
The Marketing Playbook: Marketing Operations are your foundationp. 1
Transactional Versus Relationship Marketing Modelp. 5
Designing a Business Operations Model Built for Revenuep. 7
Changing How We Thought about Teamworkp. 8
Don't Cover Up the Weak Spotsp. 11
Management: Reinforcing and Defining Rolesp. 11
Defining Your Structurep. 12
Putting People in Position to Winp. 13
Key System Elementsp. 15
How to Thrive in a Structure as an Employeep. 17
Put the CMO in Charge of Both Sales and Marketingp. 19
Think Like a Structured CMO Even If You're a Team of Onep. 20
Creating Connection Across Departments: Custodians of the Brandp. 21
Going Beyond Receptionp. 23
Consumer Affinity: Making Fans of your customersp. 25
Creating Fansp. 25
Identifying Fans of Your Companyp. 27
The Rings of Fan Avidityp. 30
Moving Fans to the Inner Ringsp. 32
Promotions that Move People Through the Ringsp. 33
Simple, Creative, and Dominatingp. 34
Little Bit of Time, Big Impactp. 39
Promotions foe Different Psp. 40
Shock and Awep. 41
Final Thoughtsp. 42
Building Revenue-Generating Extentionsp. 45
The Three-tier customer modelp. 47
Getting Started: Organizing Your Tiersp. 47
The First Tier: Your Season Ticket Holdersp. 48
The Third Tier: The Corporate Sponsorsp. 49
The Second Tier: Club Seatsp. 50
Initial efforts: How building a new stadium revolutionized our marketingp. 51
Never Close the Opportunity for Further Revenuep. 54
Identifying and Creating Tiers at Your Companyp. 56
The Birth of the Revenue-Generating Extensionp. 58
Revenue-generating extensionsp. 61
Don't Forget the Customer Servicep. 63
Making it your ownp. 70
Final Thoughtsp. 71
Relationship architecture: Building remarkable business relationshipsp. 73
Deliversp. 77
D: Dedicationp. 81
Your Individual Business Brandp. 82
Saying No Can Be a Positivep. 83
E: Energyp. 84
Positive Energy Evokes a Positive Responsep. 85
Find Your Triggerp. 85
L: Loyaltyp. 86
The Independent Problem Solverp. 86
I: Investp. 88
V: Visionp. 91
E: Engage and Entertainp. 93
R: Responsibilityp. 95
s: Sacrificep. 97
Relationship Architecture is a Disciplinep. 99
The Ten Commandments of Relationship Buildingp. 101
The Art of the Icebreakerp. 101
It Takes Only One Change in a Process to Make a Differencep. 104
Controlling the Processp. 105
The ten commandments of organizing a business relationshipp. 106
Thou Shouldst Always Review the Business card of Anyone You Meetp. 107
Create a File and a System to Capture Information about the Relationshipp. 109
Follow Up with Any Person You Meetp. 111
Honor Your Relationship and Gather Informationp. 112
Thou Shalt Not Stop Herep. 115
Send Periodic Notes to Keep Communication Flowingp. 115
Surprise People by Remembering Something That Is Very Important to Themp. 115
Invite People to an Event That You Can Attend Togetherp. 118
See That What You Do Delivers to the Relationshipp. 118
Repeat Commandments 6 through 9 on a Consistent Basisp. 119
Creating Memorable Momentsp. 121
Memorable momentsp. 121
Magnitude or Attitude?p. 124
The Bowp. 127
Finding the Bow and Tying It Perfectlyp. 130
It's All about the Executionp. 131
The Hunt for the Perfect Bowp. 131
Groups: Exponentially Magnified Relationshipsp. 134
Relationships Equal Revenuep. 135
Your network, not your net worthp. 137
The revenue game: Converting Relationships into revenuep. 139
Build, don't sellp. 141
Stop sellingp. 141
Keep the Contract in the Drawerp. 143
Forgoing the short-term salep. 146
Listen and Solvep. 147
Always be creatingp. 148
Closing Isn't Sellingp. 150
Cold Callingp. 151
Seven deadly sins of sales and marketingp. 156
Greedp. 156
Gluttonyp. 156
Envyp. 157
Slothp. 157
Pridep. 157
Lustp. 158
Wrathp. 159
Revenue generation: The new business funnelp. 161
The nine steps of the new business funnelp. 162
Prospectingp. 162
Researchp. 165
Identify Your Target List (Short List)p. 168
Relationship Architecturep. 170
Needs Analysisp. 173
Create a Pertinent Programp. 176
Pitch the Conceptp. 179
Exchange Ideas to Get to the Closep. 182
Close/Deadp. 182
Creating and generatingp. 184
Don't spike the ball on the five-yard linep. 185
The five factors of drivep. 186
Directionp. 186
Desirep. 186
Disciplinep. 187
Determinationp. 187
Destinationp. 187
Sometimes you just have to suck it upp. 188
Giving up is not part of the planp. 190
Quitp. 190
Stay the Coursep. 191
Adapt and Overcomep. 193
Don't be a doormatp. 196
When the dust settles: the tasmanian devil effectp. 200
There's a price for everythingp. 203
Afterwordp. 207
Indexp. 209
Table of Contents provided by Ingram. All Rights Reserved.

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